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Explaining participation in Earth Hour: the identity perspective and the theory of planned behavior

机译：解释地球时间的参与：身份视角和计划行为理论

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Earth Hour is a globally celebrated environmental campaign that is aimed at converting bystanders into active participants in the combat against climate change. Although it has become a global movement, to date, few studies have investigated the motivations behind people's participation in Earth Hour. The present study fills this gap by examining Earth Hour participation through the integration of the identity perspective and the theory of planned behavior (TPB). We argue that environmental self-identity and humanity identity motivate people to participate in Earth Hour via the pathways identified in the TPB. We tested our model by conducting a survey in Hong Kong (N = 239). Results from a series of mediation analysis revealed that Earth Hour-specific attitude, subjective norm, perceived behavioral control, and moral norm were positively associated with behavioral intention, which in turn predicted actual participation. Further, we found that environmental self-identity and humanity identity were positively associated with attitude and moral norm, which in turn predicted behavioral intention. These results demonstrate the viability of integrating the identity perspective and the TPB to understand people's performance of specific pro-environmental behavior, including participation in collective action that aims to convert unconcerned individuals into active participants in environmental endeavors (i.e., conversionary collective action), such as Earth Hour. This integrated model can tell researchers and environmental practitioners not only which behavior-specific factors determine people's behavior but also how these behavior-specific factors arise in the first place.
机译：地球一小时是全球庆祝的环境运动，旨在将旁观者转换为反对气候变化的积极参与者。迄今为止已成为全球运动，迄今为止，很少有研究已经调查了人们参与地球时段的动机。本研究通过将地球小时参与通过整合的身份视角和计划行为理论（TPB）来填补地球小时参与来填补这种差距。我们认为，环境自我认同和人类身份激励人们通过TPB中确定的途径参与地球时分。我们通过在香港进行调查（N = 239）进行测试。一系列中介分析结果显示，地球小时特异性姿态，主观规范，感知行为控制和道德规范与行为意图呈正相关，反过来预测了实际参与。此外，我们发现，环境自我认同和人类身份与态度和道德规范正相关，否则导致行为意图。这些结果表明，整合身份视角和TPB的可行性，以了解人们对特定的资产环境行为的表现，包括参与旨在将无忧无虑的个人转换为环境努力的积极参与者（即转换集体行动）的积极参与者（即转换集体行动）的集体行动作为地球一小时。这种综合模型可以告诉研究人员和环境从业者，不仅是哪种特定行为的因素决定了人们的行为，还可以在第一位置产生这些行为特定因素。

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